Dr Pepper Ends ‘Always One of a Kind’ Campaign
For five years, Dr Pepper has marketed itself as a “one-of-a-kind” beverage, but the brand is making some changes to be the object of consumers’ desires instead in a new campaign called “The One You Crave.” In the new ad spots, the brand debuts the character “Crave Rider,” who is featured jet skiing on a wave of soda.
The decision to move forward with a new campaign came after the company conducted consumer research, Advertising Age reported. According to Derek Dabrowski, the brand's vice president for brand marketing and content, while the company celebrates individuality, it wants to bring the focus back to the product.
"In a day in age where everyone hypes uniqueness and everyone talks about individuality and everyone says everyone is special and everyone gets a trophy, they don't need Dr Pepper to tell them to be unique," Dabrowski said.
Despite the new campaign, the company says it still plans to utilize brand characters such as Larry Culpepper, who thinks he invented the college football playoff, and Lil’ Sweet, a rock’n’roll artist who advocates for Diet Dr Pepper.